Marketing as a strategic tool and its importance for the management of the public enterprise

This essay highlights the importance of marketing as a strategic tool for the operation of an organization, supporting in the process that composes it, its contribution in the various extremes of the economy and, in turn, in the role it plays This within a Company. Also, it analyzes the concept of State, addressing to Colombian cases and specifically in the constitution, specify as the Colombian company and its objective to comply within the territory. It compares public companies with private businesses, what is the role of marketing in particular for each case and the benefits that can bring the implementation of it. Finally, the proposal of Social Marketing is structured, the definition and the concept that frames worldwide, the current that has been generating since the end of the last century, its role and objective within the corporate strategy and how it fits within the mission that the State has with the nation.

• Autores: Gil Celis, Manuel Enrique
• Fecha de publicación: 2017
• Institución: Universidad Militar Nueva Granada
• Repositorio: Repositorio UMNG
• Idioma: spa
• OAI Identifier: oai:repository.umng.edu.co:10654/16362
• Acceso en línea: https://hdl.handle.net/10654/16362
• Palabra clave: MERCADEO; SATISFACCION DEL CONSUMIDOR; PLANIFICACION ESTRATEGICA; Marketing; State; Organization; Market; Client; Satisfaction; Government; Social; Strategy; Social Marketing; Constitution; Mercadeo; Estado; Organización; Mercado; Cliente; Satisfacción; Gobierno; Social; Estrategia; Mercadeo Social; Constitución
• License: http://purl.org/coar/access_right/c_abf2